RAE: Revista de Administração de Empresas (Feb 2016)

RELATION BETWEEN BACKGROUND VARIABLES, VALUES AND CORPORATE SOCIAL RESPONSIBILITY

  • Maria del Rosario González-Rodriguez ,
  • María del Carmen Díaz-Fernández ,
  • Valéria Rueda Elias Spers ,
  • Marcelo da Silva Leite

Journal volume & issue
Vol. 56, no. 1
pp. 8 – 19

Abstract

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Consumer perception of corporate social responsibility (CSR) can be directly influenced by individual value structures. This research aims to provide new knowledge regarding the relationship between basic human values and the public’s perception of CSR. It focuses on the values of higher education students and their views regarding a particular corporate social initiative. The study reveals that social, educational, and economic circumstances influence human values. Those values in turn influence why different students perceive CSR differently. These findings are relevant to companies as they provide a more detailed understanding of why certain consumer groups perceive certain CSR initiatives the way that they do. They also suggest that universities should increase their awareness of the importance of integrating human values and CSR in the curricula of future business managers and social leaders.

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